The ad tech industry continually improves its use of data to segment users into unique groups and target them with the right message at the right time. Data analytics is now a valuable and essential component of digital media buying, as can be seen through the growth of data-management platforms. Campaigns are considered effective when the data reveals that ROI has increased based upon the targeting and segmenting.
However, have you ever considered if there are unintended negative consequences of such big data analytics and retargeting? While campaigns can use detailed data analytics to reach a representative sample of consumers, it is also possible that the data results in excluding consumers of certain socioeconomic backgrounds from ads as well as any resulting offers, discounts or promotions.